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Branding 1

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Transcript

  • 1. Branding Chapter 31.1
  • 2. Warm-up
    • Thursday –
    • Name one popular brand and explain what you think that company does to make that brand successful.
  • 3. Warm-up
    • Friday –
    • What is the difference between a corporate brand and a product brands? Give an example for each.
  • 4. Agenda
    • Introduction to Branding
    • Branding Elements and Strategies
    • Group Activity
  • 5. Branding
    • Brand
      • A name, term, design, or symbol (or combination of them) that identifies a business or organization.
  • 6. Branding
    • Two types of Brands
      • Corporate Brand
        • (exp. Coca-Cola, McDonald’s, Keebler, etc)
      • Product Brand
        • (exp. Pepsi, Coke, Oreo’s, Big Mac, etc.)
  • 7. Branding
    • Brand Name
      • The word, group of words, letters or numbers representing a brand that is spoken.
        • (exp. Mountain Dew, G2, Cheerio’s, Coach, etc.)
  • 8. Branding
    • Brand Mark
      • Part of the brand that is the symbol or design
  • 9. Branding
    • Trade Name
      • Identifies the company or a division of a particular corporation (legal name the company uses to do business)
        • (for exp. Dell, Kellogg’s, and Xerox)
  • 10. Branding
    • Trade Character
      • Brand mark with a human form or characteristics
  • 11. Branding
    • Trademark
      • Brand name, brand mark, trade name, trade character, or a combination of these that is given legal protection by the federal government
  • 12. Branding
    • Example:
    • General Mills (corporate/family brand)
      • Pillsbury (product/individual brand)
        • Ready to Bake Chocolate Chip Cookies
        • Trade Name-General Mills, Inc.
        • Brand Mark Trade Character
  • 13. Branding
    • Group Activity
      • Draw, label and define for your product
        • Corporate Brand
        • Individual Brand
        • Brand Mark
        • Trade Name
        • Trade Character
        • Trademark
        • Additional Information included
  • 14. References:
    • http://danpankraz.files.wordpress.com/2009/08/nike_swoosh.jpg
    • http://indianaintellectualproperty.files.wordpress.com/2009/09/mcdonalds.jpg
    • http://www.chinatraderonline.com/Files/Household/Sports%20and%20Outdoor%20Living%20Products/PU-Ball/PU-Pepsi-Ball-22374555386.jpg
    • http://graysmatter.codivation.com/content/binary/greengiant.jpg
    • http://questgarden.com/04/10/3/051008144204/images/keebler_2.jpg
    • http://blogs.citypages.com/food/Pillsbury.jpg
    • http://images.google.com/imgres?imgurl=http://4.bp.blogspot.com/_MvemY4xftAM/SJUwgOf0LVI/AAAAAAAAAG0/P_2x4Pq7Jpo/s400/Trademark1.png&imgrefurl=http://nexusdesigninc.blogspot.com/2008_08_01_archive.html&usg=__gE22qJUlzLSfBH7Wg9Oaj0PRD_k=&h=349&w=400&sz=31&hl=en&start=5&um=1&tbnid=E1U9Qu-Ht3l36M:&tbnh=108&tbnw=124&prev=/images%3Fq%3Dtrademark%26hl%3Den%26rlz%3D1T4ADBR_enUS302US303%26sa%3DN%26um%3D1
    • http://www.generalmills.com/corporate/company/international/images/med_res_packaging/PB_Logo.gif

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